What is Direct Mail Advertising?
Direct Mail Advertising is... Any promotional advertising which travels through the post, or is delivered to mail boxes by other distributors.
A direct Mail Advertising Campaign offers businesses a way to present their advertisements to the consumer directly. It also provides the consumer a chance to learn more about the businesses and the offers they may be promoting.
A Direct Mail Advertisement is delivered to homes and/or businesses via the United States Postal Service (USPS). It is delivered directly to a mail-box and this is what makes the Direct Mail Advertising Avenue such a valuable one.
Businesses are able to promote interest in a new product or service; sales are generated, orders are taken and an increase in traffic to a store front, website or specified location is the goal. Long-term relationships are cultivated; brand recognition is improved through the heightened awareness that is created by the delivery of an advertisement to large quantities of people in the same area or various areas - depending on the goal of the marketing campaign.
Customers respond to the mail they receive that addresses their interest and needs through a simple, effective and cleverly created direct mail campaign. This style of advertising creates awareness, interest, foot traffic (visitors) and ultimately sales.
Direct Mail Advertising offers business owners a targeted way to reach their current and potential customers. Among other things, Direct Mail Advertising encourages customers to visit a business location and/or website and it has advantages over other advertising mediums beginning with the ability to direct a marketing campaign to the market a business wants to reach - it's targeted and allows the business to focus on a specific audience.
Direct Mail is also unique because it allows the advertiser to address the customer by name. It allows a personal touch through the ability to craft messages that are tailored for this audience by addressing the needs and appealing to the interest of the targeted-consumers.
Another valuable characteristic in regards to Direct Mail is its flexibility in format. Letters, Postcards, Brochures, and Ad Driven Magazines are all included options and can be customized with creative colors and graphics; appealing to the consumer.
The tangible factor must also be addresses because customers have the option of referring to the advertisement as needed by keeping the mail piece. Announcements, coupons, samples and other encouraging items help to cause interaction and the more attractive and appealing the mail piece is to the consumer the more chance the consumer will be a participant and the longer life the mail piece will have. (Mail pieces that are not attractive to the consumer will most likely be recycled, thrown away or used to start a fire)
A Direct Mail Campaign can be tracked by counting the responses or inquiries it generates. The results will define the future of the marketing campaign because the advertiser will know what worked; and be able to make adjustments as necessary.
Last, but more than likely most important is the cost-effectiveness of a Direct Mail Campaign. A Direct Mail Campaign helps stretch the advertising dollars and helps them to go further, by targeting the audience of the advertising messages; directly to the people the advertiser wants to reach.
Temecula & Murrieta's - The RAAS Magazine is a prime example of a direct mail
piece that is loaded with bonuses for the advertiser. The area maps, charity ads and other resourceful
information included in each issue cause The RAAS Magazine to have an increased value to its delivered
audience. Direct Mail pieces like The RAAS Magazine have a longer shelf life due to the always attractive
area related cover photo (recognizable), the valuable contents (resources, announcements, events, etc.)
and the quality in design that is evident throughout every page in each issue.